photo: Todd Woody

In The New York Times on Thursday, I wrote about the continuing legal battle over placing the American pika, a small mountain-dwelling critter, on state and federal endangered species lists due to climate change threats to the animal’s survival:

In an article in Wednesday’s paper, I wrote about an environmental law firm that persuaded thousands of San Francisco commuters to use their smartphones’ Foursquare application to “check in” at its advertisements in subway stations and raise money to save the American pika, a critter that may be threatened by climate change.

The nonprofit law firm, Earthjustice, scored a victory this week when a San Francisco judge ordered the California Fish and Game Commission to reconsider a decision to deny state endangered species protection to the pika.

A relative of the rabbit, the pika lives on the rocky slopes of alpine ranges in California and throughout the West. Even small increases in temperature prove fatal to the pika, which does not hibernate and maintains a high body heat to survive frigid winters. As temperatures rise in mountainous regions, some scientists have found that pika populations either have vanished at lower elevations or moved to higher ground. The pint-sized mammal is also at risk from melting snow packs, which it relies on to insulate its burrows during long winters.

Earthjustice represents the Center for Biological Diversity in its efforts to have the pika listed as a protected species under state and federal law. After initially finding that a listing may be warranted for the pika, the United States Fish and Wildlife Service in February concluded that the species could adapt to climate change.

In California, meanwhile, Earthjustice has been enmeshed in a three-year fight with the state Fish and Game Commission. The commission has twice rejected consideration of the Center for Biological Diversity’s petition to list the pika as a threatened species.

“The record in this case unequivocally demonstrates that the petition failed to include sufficient, if any, scientific information about population trend, population abundance, range, distribution, and degree and immediacy of threat to the pika throughout all or a significant portion of its range in California,” Cecilia L. Dennis, a California deputy attorney general, wrote in a motion filed Sept. 1 that opposed the environmentalists’ effort to re-open the listing proceedings.

But Greg Loarie, an attorney with Earthjustice, which is based in Oakland, Calif., argued that the Center for Biological Diversity offered more than ample evidence that a listing might be warranted for the pika, which would lead to a full investigation of the species’ status.

In court filings, Mr. Loarie said that the commission failed to properly consider new scientific evidence that his client presented in 2009 after Judge Peter Busch of the San Francisco Superior Court ordered the commission to reconsider the petition on the ground that it had used the wrong legal standard to reach its decision.

“As the expert agency charged with protecting California’s wildlife, the commission’s role is to evaluate the substance of the scientific evidence that it receives in support of and against a listing petition,” Mr. Loarie wrote in a brief.

In a story in Wednesday’s New York Times, I write about how Earthjustice, a non-profit law firm, ran a successful successful fundraising campaign to help the climate change-endangered American pika by using Foursquare and location-based advertising:

SAN FRANCISCO

IN a city passionate about the environment and technology, commuters are using their smartphones to check in at a popular social networking service to help keep a critter threatened by climate change from checking out.

“What does it take to help save the endangered pika? About 20 seconds,” read ads from Earthjustice, a nonprofit environmental law firm, that line San Francisco transit stations and feature the cute rabbitlike American pika in its Sierra Nevada mountain redoubt. “Check in now at Foursquare at ‘Earthjustice ad.’ Every time you check in, an Earthjustice donor will donate $10 to protect endangered species.”

Foursquare, a rapidly growing social network, lets people use their mobile phones to announce their location to friends. When they arrive at a restaurant, bar or another site, they “check in” and can broadcast their whereabouts through other social networking sites like Facebook and Twitter.

The Earthjustice campaign appears to be among the first to let people check in at a physical billboard, a tactic that has proved successful for the firm and could be attractive to other advertisers, according to industry analysts and Foursquare executives.

“Tying in location allows the advertiser to see which particular ads are more successful at prompting responses,” said Noah Elkin, a mobile marketing analyst at eMarketer, a New York research firm. “Plus, checking in allows each person to share what they think is important about the ad campaign. If they post their check-ins to Facebook and Twitter, you’ve reached a much broader audience.”

Earthjustice’s foray in location-based fund-raising began after the group was offered free ad space to run public service announcements at several Bay Area Rapid Transit stations.

“Foursquare was becoming very popular, especially here in San Francisco, and the BP oil spill had happened not too long before, so it was this perfect storm,” said Ray Wan, the marketing manager for Earthjustice, which is based in Oakland, Calif. “A lot of the time people are standing around BART checking their phones as they wait for their train, so it was a no-brainer to use Foursquare as way to get them to engage with the ads and support our work.”

Earthjustice persuaded one of its donors in the Bay Area, whom Mr. Wan described as “very progressive” but who wished to remain anonymous, to pledge $50,000 toward the experimental campaign.

Human Ideas, a Minneapolis firm, created the wall-size ad featuring the pika, which many biologists consider the animal most at risk in the continental United States from global warming. Earthjustice represents the Center for Biological Diversity, an environmental group that is fighting to place the pika on state and federal endangered species lists.

The pint-size mammal lives mostly in mountainous areas in the western United States and Canada, and even a small spike in its body temperature is fatal. As temperatures have risen, pika populations have vanished from lower elevations, while other populations have remained stable. In February, federal officials declined to give endangered species status to the pika.

The ad for the pika is just one of three that Human Ideas has created for Earthjustice. Another ad, squeezed between billboards for banks and insurance companies, shows an offshore oil rig and declares, “Use your cellphone to drill the oil industry.” A third ad pictures Lake Tahoe, admonishing commuters, “Don’t just stand there. Stand there and help keep Tahoe’s water clean.”

“We want donor dollars to go to causes that are meaningful to Californians,” said Mr. Wan. “When you’re standing around in this urban environment, all the ads are for Starbucks or banks, so to see the pika staring at you turns your head.”

Commuters have checked in at the ads more than 5,700 times, meeting Earthjustice’s $50,000 fund-raising goal.

Many of those who use Foursquare automatically post their Earthjustice check-ins on their Twitter and Facebook pages, further spreading the group’s message.

photo: U.S. Fish and Wildlife Service

On Thursday, Yale Environment 360 published a story I wrote about a growing fight over using the U.S. Endangered Species Act to protect wildlife at risk of extinction from climate change:

While a high-profile battle raged over listing the polar bear as a threatened species due to melting Arctic sea ice, U.S. environmentalists were quietly building a case to protect a critter closer to home, one whose existence also seems gravely threatened by a warming world.

A pocket-sized member of the rabbit family with a distinctive squeak and large ears that frame dark eyes and a button nose, the American pika lives on rocky slopes high in alpine mountain ranges from the Sierra Nevada to the Rockies. Sporting a thick gray-brown coat, the pika does not hibernate and so maintains a high internal temperature to survive frigid winters. Because it can’t turn off its heater, the animal can die in the summer if its body temperature increases by as little as 3 degrees Celsius (5.4 F).

As temperatures have risen across the American West, scientists who study the pika have discovered that it is disappearing from lower elevations. In the Sierra Nevada, for instance, biologists at the University of California, Berkeley, found that the pika had moved upslope 500 feet to cooler climes over the past 90 years. Another study determined that nine of 25 pika populations in the Great Basin of Nevada and Utah have vanished over the past century, with surviving pikas migrating up 900 feet. Eventually, the tiny mammal will reach the mountaintop and the end of the line, with nowhere left to go if temperatures continue to climb, according to numerous biologists.

The pika has become an indicator species in more ways than one. It is in the vanguard of a growing number of animals and plants that U.S. environmental groups have petitioned to protect as the Endangered Species Act becomes the latest battleground over global warming.

The effort to put a furry face on the abstract phenomenon of climate change is bringing to a head a simmering issue: As scientific evidence accumulates about global warming’s impact on wildlife, how effective can the Endangered Species Act be in cushioning the blow of climate change on various species? But beyond this issue, an even thornier question looms: Can conservation groups use the act to force the U.S. government to use the legislation’s powerful provisions to mandate greenhouse gas reductions to protect wildlife and their habitat?

About Green Wombat

Green Wombat is written by
Todd Woody, a veteran environmental journalist based in California who writes for The New York Times, the Los Angeles Times, Grist and Yale e360. He's one of the few people on the planet who have held a northern hairy-nosed wombat in the wild.

Todd formerly was a senior editor at Fortune magazine, an assistant managing editor at Business 2.0 magazine and the business editor of the San Jose Mercury News.